TCL, a Worldwide Olympic and Paralympic Partner, has launched a large-scale OOH campaign across Milan to celebrate the Olympic Winter Games Milano Cortina 2026. Featuring advertising in more than 30 high-traffic locations and hundreds of placements throughout Milan and surrounding travel gateways, the campaign will run throughout the Olympic Winter Games period, with selected placements continuing until the end of March after the Paralympic Winter Games conclude.
As the Olympic Winter Games host city, Milan will welcome countless tourists heading to watch the action live. TCL hopes to spread the campaign message of ‘Inspire Greatness’ to global and local audiences, aligning the brand with the collective spirit, ambition, and human stories at the heart of the Olympic Winter Games.
Across Milan, TCL’s visuals appear along major arterial roads, on sightseeing buses, within metro stations, and at key travel points including Milan’s central railway stations, Malpensa and Linate airports and beyond into Venice and Verona. One of the campaign’s most visible installations is a billboard mounted on the 90-meter-high Tower of Municipal Technical Services in central Milan, establishing a strong visual presence across the city skyline.
“The theme of our OOH campaign and experiences is all around Inspiring Greatness – and this isn’t just for the athletes competing in the Olympic Winter Games, but for all of us who dare to push the boundaries,” said Stefan Streit, CMO, TCL Europe. “Our presence across Milan is designed to bring the spirit of this huge sporting moment into our everyday lives.”
Public Showcase in the Heart of Key Cities
Video: Edelweiss from the Alps, now blooming at Milan Central Station
Beyond outdoor visibility, TCL is also inviting audiences to engage with the brand through public-facing showcase in Milan. At Milan Central Station, TCL has launched TCL Edelweiss Land, a creative showcase located in Piazza Duca d’Aosta. Open daily from 10am-10pm until the 22 February, the installation spans over 500 square meters and offers visitors a space to try out the latest TCL innovations such as the TCL SQD-Mini LED TV X11L.
Designed around environmentally conscious principles, the showcase reflects TCL’s commitment to responsible innovation while offering hands-on experiences and photo-worthy moments.
TCL’s commitment extends through the TCL Road to Milano Cortina 2026 Tour – a travelling initiative that will visit multiple Italian cities at key shopping centers. Kicking off in Rome in November 2025, the tour has staged successful pop-up activations in Rome, Turin and Venice, and now arrives in Milan. It continues at MILAN IL CENTRO ARESE, running through to 15 March, where TCL has visibility on the balaustre of the ice-skating area next to the booth. TCL’s Olympic Winter Games themed booth is also open at the Milano Certosa offline store.
Supporting the Olympic Winter Games On-Site and Worldwide
TCL will help millions of fans to enjoy the Olympic Winter Games on-site and worldwide by providing TVs, digital signage, and technical assistance to the Olympic Broadcasting Services (OBS) so that media at the International Broadcasting Centre can bring Milano Cortina 2026 to global audiences. TCL’s ‘screen universe’ and other innovations such as AI-enabled air conditioners will also be featured in a TCL space at the Milano Olympic Village, showing how technology gives fans more choice than ever in how they enjoy the Olympic Winter Games, showing how technology gives fans more choice in how they experience the Olympic Winter Games.
TCL is also present with branding and devices in several NOC Houses, the official homes of the National Olympic Committees where fans, athletes, and delegations gather to celebrate.
TCL is also helping to ensure athletes participating in the Olympic Winter Games are ready for action. As they settle in, TCL’s next-generation home appliances such as smart washing machines and dryers are helping them to enjoy a new level of comfort at the Anterselva and Livigno Olympic Villages, while TCL TVs help them relax and unwind. TCL is also supporting the “Athlete Moment”, providing the display technology that will connect athletes with their loved ones for moments of celebration immediately after each event.
TCL UK earns highest engagement at the Olympic Winter Games
The UK division of TCL recently recorded the highest online engagement across the Olympic Winter Games, according to findings compiled by Quantcast.
The AdTech firm tracked UK engagement across the open internet, including news sites and blogs, identifying both the sponsors and sports that received the greatest levels of interaction during the event. TCL saw the largest increase in online engagement across all sponsors, at 30 per cent.
These results reflect the strength of TCL’s approach to the Olympic Winter Games. Rather than simply appearing as a sponsor, we executed a series of activations designed to create genuine audience connection, most notably the local UK ‘In My Zone’ campaign, which featured short-form social content created directly with athletes. The campaign showcased how TCL’s TVs, soundbars and home technology support athletes in their day-to-day lives, from analysing track footage and self-coaching sessions, to gaming for mental reset, family movie nights and recovery routines.
Through a combination of local and global activations and an omnichannel strategy that balanced creativity with reach, TCL was able to meaningfully connect with audiences throughout the Olympic Winter Games.
